Audi is finally ditching the “repetition” design process that it has used over the years in favor of adopting a philosophy that will give each model its own look. The German automaker used the “same sausage, different length” tactic to make the brand more recognizable in emerging markets. Now that Audi has achieved that goal, the company is moving forward with a new styling philosophy that will focus on giving each model its own look.

The idea of designing cars with a consistent look isn’t the best way to create clear identities among the different models in a lineup. But it is necessary to make the brand more recognizable. This is especially true in markets where the automaker has yet to establish a strong fan base. This design philosophy focuses on solidifying the brand’s identity in the eyes of new consumers. By and large, that’s what Audi has done in recent years. Unless you really know where to look, it’s tricky to differentiate an Audi A4 from an Audi A6. But they’re both Audis, and for the longest time, the German automaker wanted emerging markets to identify these models as Audis, something that something that Audi CEO Rudolph Stadler touched on with comments he made to Autocar.

“This design process was used to make Audis more recognizable in newer and emerging markets,” he said. “Now we are well-known in major markets like China, we can begin to change this philosophy and give each car its own look.”

The repetition design process helped cultivate an identity for the brand that it didn’t have in the past. But now that the identity has been established, Audi is free to play around in designing its models and giving each of them its own signature look.

The German automaker got the ball rolling with the all-new Q2 crossover. From afar, you can still make out elements of the old Audi styling. Look closer, though, and you’ll see that it does have a fresh look to it. It’s more upright and angular than other models, and the makeup of the front bumper has a little splash of Cadillac to it.

The Q2 is the first model to get a more expressive design, but it won’t be the only one. Audi’s design chief, Marc Lichte, expects other Audi models to carry their own design in the future. “We recognize that there is a place for more differentiation now,” he said. “Since our cars are in production for a minimum of six years, in today’s world I think each model should have its own design to be attractive for this long time.”

The new philosophy will open the company to a world of limitless design potential. That’s especially true for Audi’s electric cars, which Lichte describes as having” “more material space” to play with on account of the smaller dimensions of their electric powertrains. “We’ll be able to produce shorter overhangs and lower bonnets.”

I think I speak for everyone else when I say we want to see that day arrive sooner than later.

References

Audi Q2

Read our full review on the 2017 Audi Q2.

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